4 Step Strategy to 4 Retainer Clients


When Creative Director, Jim Gorman, pilot and owner of Gorman360, came to me in 2011, he had already been freelancing on the side in the aviation world, his passion.

But he wasn’t sure if this market could support him full time. Was there enough work in that narrow niche? That was his question when we started working together.

Four years later, the answer is yes, and then some!

With a virtual team of nine, four retainer clients and more work than he can handle, he’s in the enviable position of turning away the clients that don’t get him to his goals.

Says Gorman, “It’s this niche (aviation) that has really been the secret of my success. I was very fortunate that my niche was a natural for me with my aviation knowledge and background, experience and passion. There are very few people even trying to fill this niche. That, from the beginning, was what made it work.”

How did he do it?

In my case study on Jim (sign up for my Quick Tips to make sure you get it when it comes out), I outline the 4 step strategy we implemented to build his business.

  • Step 1: Look for prestigious clients.
  • Step 2: Look for trusting clients.
  • Step 3: Look for opportunities.
  • Step 4: Look for retainers.

Notice his strategy is all about what he “looks for.” That’s what most people don’t stop to figure out: what are you looking for?

The foundation of my CreativeLive course, Command the Fees You Deserve, is the simple idea that you must seek in order to find the work and the clients you want. They just don’t come knocking on your door, not anymore at least!

The case study will be ready soon, so make sure you’re on the Quick Tip list if you want to receive a copy. In the meantime, listen to the podcast, where Jim Gorman shares his wisdom on retainers, proposals and more.

Four, courtesy, Shutterstock.